Vietnamese vegan beauty brand Cocoon has entered the European market, debuting in France through a partnership with distributor Orien Trade and launching a short-term pop-up in Paris.

Located at Glowstation in Westfield Forum, the pop-up store runs until April 21. The space draws on Vietnam’s ‘sidewalk cafe’ culture, combining product discovery with experiential retail. 

According to the company, the move follows more than two years of preparation to meet European Union regulations, including GMP certification, CPNP registration, IFRA compliance and INCI ingredient disclosure, key barriers for non-European brands entering the region.

“For Cocoon, this presence in France goes far beyond market expansion. It represents a defining milestone for a vegan beauty brand researched and manufactured in Vietnam to enter one of the world’s most important beauty capitals,” said Dung Minh Pham, director of business and marketing at Cocoon Vietnam.

Orien Trade will lead distribution, with plans for gradual expansion across major French cities.

Previously present in 15 Asian markets, including Japan, Cocoon now operates in 45 markets globally following its European rollout.

The brand develops vegan skincare and personal care products using Vietnamese ingredients such as pomelo, coffee, lotus and turmeric, and has built a domestic network of more than 5000 points of sale.

• Further reading: Vietnam’s Hapas to raise $15m, sources report.